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산업재 브랜드 자산의 구성요인들이관계적 성과에 미치는 영향에 관한 연구

A Study on Industrial Brand Equity Affecting the RelationalPerformance between Industrial Buyers and Suppliers

한상린|성형석
한국마케팅학회 (Korean Marketing Association)|2007.03|아시아마케팅저널 (Asia Marketing Journal)|제9권 제1호|pp. 43-72

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참고문헌

키워드

브랜드 충성도relationship performancebrand loyalty산업재 브랜드관계적 성과B-to-B relationshipsindustrial brand
주제분류경영학

초록

본 연구는 브랜드자산 구성요소에 대한 기존 문헌의 고찰을 통해 그동안 그 중요성에도 불구하고 산업재 시장에서는 거의 다루어지지 않고 있는 브랜드 자산형성 요인의 일반적 구성모델을 제시하고 있다. 구조방정식모델을 통해 브랜드 태도형성 요인인 브랜드 인지/연상, 브랜드 지각가치, 서비스 품 질과 브랜드 행동형성 요인인 브랜드 전환비용, 브랜드 관계만족, 브랜드 커뮤니티가 브랜드 충성도 및 관계몰입과 기업성과 및 구매자가치에 미치는 영향을 분석하였다. 기업성과 및 구매가치에 영향을 미치는 8가지의 브랜드 자산요인들에 초점을 두고 있다. 실증분석 은 산업재 구매자를 대상으로 설문조사하였는데 구조방정식에 의한 모델분석 결과, 브랜드에 대한 태 도를 형성하는 요인인 브랜드 인지/연상, 브랜드 지각가치, 서비스 품질은 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났으며 브랜드에 대한 행동을 형성하는 요인인 브랜드 전환비용, 브랜드 관계만족 또한 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다. 그리고 각 영향요인들의 브 랜드 충성도에 영향력을 파악해 보았을 때 주요 영향요인들은 브랜드에 대한 태도를 형성하는 요인 들 보다는 브랜드에 대한 행동을 형성하는 요인들인 것으로 나타났다. 이와 더불어 브랜드 충성도가 클수록 공급자-조직구매자 간의 관계몰입과 기업성과 및 구매가치가 더 높은 것으로 나타났으며 관 계몰입은 브랜드 충성도와 구매가치, 기업성과에 중요한 매개적인 역할을 하는 것으로 나타났다.

Abstract

The recent development of industrial marketing explains the near absence of research on brand equity in business-to-business markets. With recent change, industrial companies have shifted from a production focus to a customer focus. Industrial brand concept is rapidly developing. The basic purpose of this study is to investigate industrial brand equity affecting the result of business relationship between industrial buyers and suppliers. This research presented a comprehensive constructive model consisting of components of industrial brand equity, and then propose the research model base on prior researches and studies about relationships among components of industrial brand equity. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by SPSS 11.0 and AMOS 5.0. The results of this research analysis were as fallow. Industrial brand loyalty was positively related with perceived value, perceived quality, brand awareness, relationship satisfaction, switching cost, relationship commitment. Also, Industrial corporate performance and purchasing value was positively related with brand loyalty and relationship commitment.

참고문헌 (169)

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  48. J. M. M, "On the relationship between store image Eu- ropean Journal of Marketing", pp.499~513 (1998)
  49. Cronin, "Assessing the effects of quality and customer satisfaction on con- sumer behavioral intentions in service environments? Journal of Retailing"
  50. Doney, "An Examin- ation of the Nature of Trust in Buyer- Seller Relationships Journal of Marketing", pp.35~61
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  60. Jacoby, "A Model of Muti-Brand Loyalty Journal of Advertising Research", pp.25~31 (1971)
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  62. F. R, "Journal of Consumer Research", pp.62~75 (1993)
  63. M. U, "Do They Pay Of for Suplier Firms? Journal of Marketing", pp.1~16 (1995)
  64. K. L, "The Efects of Brand Name Sug- gestiveness on Advertising Recal", pp.48~57 (1998)
  65. Krishnan, "Characteristics of Memory Asociations International Journal of Research in Marketing", pp.389~405 (1996)
  66. L, "Asymetric response to price in consumer brand choice and purchase quantity decisions? Journal of Consumer Research", pp.387~400
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  72. Oliver, "affective and atribute bases of the satisfaction response? Journal of Consumer Research", pp.418~430 (1993)
  73. A, "Alternative scales for mea- suring s e r v i c e q u a l i t y a c o m p a r a t i v e assesment based on psychometric and diagnostic criteria? Journal of Retailing", pp.201~230 (1994)
  74. Roberts, "review of research and prospects for future insights? Journal of Marketing Research", pp.406~410 (1997)
  75. Selnes, "Antecedents and conse- quences of trust and satisfaction in buyer- seller relationships? European Journal of Marketing", pp.305~322 (1998)
  76. Sharma, "alternative attractivenes and experience as moderators of relation- ship comitment in profesional International Journal of Service Industry Management", pp.470~490 (2000)
  77. A. D, "Consideration set influences on consumer decision-making and choice"
  78. Schouten, "Subcultures of Consumption An Ethnography of the New Bikers", pp.43~61 (1996)
  79. Sinha, "An inte- grated aproach toward the spatial modeling of perceived customer value? Journal of Marketing Research", pp.236~249 (1998)
  80. Srinivasan, "New insights into switching behavior? Journal of Marketing Research", pp.27~33 (1996)
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  82. B. P, "Service quality in insurance industry Journal of Insurance Rgulation", pp.462~477 (1995)
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  84. Aaker, D. A, "Measuring Brand Equity Acros Products and Markets", 38(1), pp.102~120 (1996)
  85. Anderson, P. H, "Relationship marketing and brand involvement of profesionals through web-enhanced brand comunities: The case of Coloplast", 34, pp.39~51 (2004)
  86. Anderson, "A Model of Distributor Firm and Manu- facture Firm Working Partnerships", pp.42~58 (1990)
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  88. Bejou, D, "Determinants of relationship quality: an artifitial neural network analysis?", 36(2), pp.137~143 (1996)
  89. Bendixen, M, "Brand equity in the business- to-busines", 33, pp.371~380 (2004)
  90. Bloemer, J. M. M, "On the relationship between store image, store satisfaction and store loyalty?", 32(5, pp.6) (1998), 499~513
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  92. Doney, P, "An Examination of the Nature of Trust in Buyer-Seller Relationships", 61, pp.35~61 (1997)
  93. de Ruyter, K. and Wetzels, M, "Customer equity considerations in service recovery: a cros-industry perspective?", 11(1), pp.91~108 (2000)
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  99. Grover, "Evalua- ting the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segment Journal of Marketing Research", pp.76~89 (1992)
  100. Han, Sang-Lin, "Relational Factors Afecting the Business Relationships betwen Industrial Supliers and Organizational Buyers", 13(1), pp.157~172 (1998)
  101. Han, Sang-Lin, "Antecedents of BuyerSuplier Relationships and Relational Performance in the Industrial Markets", 8(1), pp.93~114 (2003)
  102. Hesket, "Putting the service-profit chain to work 산업재 브랜드 자산의 구성요인들이 관계적 성과에 미치는 영향에 관한 연구 63Harvard Busines Revie w", pp.164~174 (1994)
  103. Jacoby, "A Model of Muti-Brand Loyalty Journal of Advertising Research", pp.25~31 (1971)
  104. Jones, M. A, "Switching barriers and repurchase intentions in services?", 76(2), pp.259~274 (2000)
  105. Brand retrieval, "Journal of Consumer Research", dor(ff), pp.62~75 (1993)
  106. Kalwani, M. U, "Long-Term Manufacturer -Suplier Relationships: Do They Pay Of for Suplier Firms?", 59(1), pp.1~16 (1995)
  107. Keler, K. L, "The Efects of Brand Name Suggestiveness on Advertising Recal", 62(1), pp.48~57 (1998)
  108. Krishnan, H. S, "Characteristics of Memory Asociations: A Consumer-based Brand Equity Perspective", 13, pp.389~405 (1996)
  109. Raj, "Asymetric response to price in consumer brand choice and purchase quantity decisions? Journal of Consumer Research", pp.387~400
  110. Low, J, "The evolution of generic brands in industrial markets: the challenges to owners of brand equity", 31, pp.385~392 (2002)
  111. Michell P, "Brand Values Related to Industrial Products", 30, pp.415~425 (2001)
  112. Mittal, V, "The asymmetric impact of negative and positive atribute-level performance on overal satisfaction and repurchase intentions?", 62(1), pp.33~47 (1998)
  113. Morgan, "The comitment-trust theory of relationship marketing? Journal of Marketing", pp.20~38 (1994)
  114. Muniz, A, "Brand Community", 27(4), pp.412~432 (2001)
  115. Oliver, "afective and atribute bases of the satisfaction response? Journal of Consumer Research", pp.418~430 (1993)
  116. A, "Alternative scales for mea- suring s e r v i c e q u a l i t y a c o m p a r a t i v e assesment based on psychometric and 64 한국마케팅저널 제9권 제1호 2007년 4월diagnostic criteria? Journal of Retailing", pp.201~230 (1994)
  117. Roberts, J. H, "Consideration: review of research and prospects for future insights?", 34(3), pp.406~410 (1997)
  118. Selnes, F, "Antecedents and consequences of trust and satisfaction in buyerseller relationships?", 32(3, pp.4) (1998), 305~322
  119. Sharma, N, "Switching costs, alternative attractivenes and experience as moderators of relationship comitment in profesional, consumer services?", 11(5), pp.470~490 (2000)
  120. A, "Consideration set influences on consumer decision-making and choice"
  121. Schouten, J. W, "Subcultures of Consumption: An Ethnography of the New Bikers", 22(1), pp.43~61 (1996)
  122. Sinha, I, "An integrated aproach toward the spatial modeling of perceived customer value?", 35(2), pp.236~249 (1998)
  123. Srinivasan, M, "New insights into switching behavior?", 8(3), pp.27~33 (1996)
  124. Taylor, S. A, "The importance of brand equity to customer loyalty", 13(4), pp.217~227 (2004)
  125. Wels, B. P, "Service quality in insurance industry", 13(4), pp.462~477 (1995)
  126. Yoo, B. H, "An Examination of Selected Marketing Mix Elements and Brand Equity", 28(2), pp.195~211 (2000)
  127. Zeithaml, V. A, "The behavioral consequences of service quality?", 60(2), pp.31~46 (1996)
  128. Aaker, D. A, "Measuring Brand Equity Acros Products and Markets", 38(1), pp.102~120 (1996)
  129. Anderson, P. H, "Relationship marketing and brand involvement of profesionals through web-enhanced brand communities: The case of Coloplast", 34, pp.39~51 (2004)
  130. Anderson, "A Model of Distributor Firm and Manu- facture Firm Working Partnerships Journal of Marketing", pp.42~58 (1990)
  131. Andreassen, T. W, "customer loyalty and complex services?", 9(1), pp.7~23 (1998)
  132. Bejou, D, "Determinants of relationship quality: an artifitial neural network analysis?", 36(2), pp.137~143 (1996)
  133. Bendixen, M, "Brand equity in the business-to-busines", 33, pp.371~380 (2004)
  134. Bloemer, J. M. M, "On the relationship between store image, store satisfaction and store loyalty?", 32(5, pp.6) (1998), 499~513
  135. Cronin, J. J, "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments?", 76(2), pp.193~218 (2000)
  136. Doney, P, "An Examination of the Nature of Trust in BuyerSeller Relationships", 61, pp.35~61 (1997)
  137. de Ruyter, K, "Customer equity considerations in service recovery: a cros-industry perspective?", 11(1), pp.91~108 (2000)
  138. Dwyer, "Journal of Marketing", pp.1~19 (1987)
  139. Erdem, T, "Brand equity as a signaling phenomenon?", 7(2), pp.131~157 (1998)
  140. Fornell, C, "The American customer satisfaction index: nature, purpose, and findings?", 60(4), pp.7~18 (1996)
  141. "Determinants of Long- Term Orientation in Buyer-Seler Relation- ships Journal of Marketing", pp.1~19 (1994)
  142. and Gilly, "A transaction cost approach to consumer dis- satisfaction and complaint actions?", pp.165~183 (1991)
  143. Grover, "Evalua- 산업재 브랜드 자산의 구성요인들이 관계적 성과에 미치는 영향에 관한 연구 71ting the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segment Journal of Marketing Research", pp.76~89 (1992)
  144. Han, Sang-Lin, "Relational Factors Afecting the Business Relationships betwen Industrial Supliers and Organizational Buyers", 13(1), pp.157~172 (1998)
  145. Han, Sang-Lin, "Antecedents of BuyerSuplier Relationships and Relational Performance in the Industrial Markets", 8(1), pp.93~114 (2003)
  146. Hesket, "Putting the service-profit chain to work", pp.164~174 (1994)
  147. Jacoby, "A Model of Muti-Brand Loyalty Journal of Advertising Research", pp.25~31 (1971)
  148. Jones, M. A, "Switching barriers and repurchase intentions in services?", 76(2), pp.259~274 (2000)
  149. Brand retrieval, "Journal of Consumer Research", dor(f), pp.62~75 (1993)
  150. Kalwani, M. U, "Long-Term Manufacturer -Suplier Relationships: Do They Pay Of for Suplier Firms?", 59(1), pp.1~16 (1995)
  151. Keler, K. L, "The Efects of Brand Name Suggestiveness on Advertising Recal", 62(1), pp.48~57 (1998)
  152. Krishnan, H. S, "Characteristics of Memory Asociations: A Consumer-based Brand Equity Perspective", 13, pp.389~405 (1996)
  153. Raj, "Asymetric response to price in consumer brand choice and purchase quantity decisions? Journal of Consumer Research", pp.387~400
  154. Low, J, "The evolution of generic brands in industrial markets: the challenges to owners of brand equity", 31, pp.385~392 (2002)
  155. Michell P, "Brand Values Related to Industrial Products", 30, pp.415~425 (2001)
  156. Mittal, V, "The asymetric impact of negative and positive atribute-level performance on overal satisfaction and repurchase 72 한국마케팅저널 제9권 제1호 2007년 4월 intentions?", 62(1), pp.33~47 (1998)
  157. Morgan, "The comitment-trust theory of relationship marketing? Journal of Marketing", pp.20~38 (1994)
  158. Muniz, A, "Brand Community", 27(4), pp.412~432 (2001)
  159. Oliver, "affective and atribute bases of the satisfaction response? Journal of Consumer Research", pp.418~430 (1993)
  160. A, "Alternative scales for mea- suring s e r v i c e q u a l i t y a c o m p a r a t i v e assesment based on psychometric and diagnostic criteria? Journal of Retailing", pp.201~230 (1994)
  161. Roberts, J. H, "Consideration: review of research and prospects for future insights?", 34(3), pp.406~410 (1997)
  162. Selnes, F, "Antecedents and consequences of trust and satisfaction in buyerseller relationships?", 32(3, pp.4) (1998), 305~322
  163. Sharma, N, "Switching costs, alternative attractivenes and experience as moderators of relationship comitment in profesional, consumer services?", 11(5), pp.470~490 (2000)
  164. A, "Consideration set influences on consumer decision-making and choice"
  165. Schouten, J. W, "Subcultures of Consumption: An Ethnography of the New Bikers", 22(1), pp.43~61 (1996)
  166. Sinha, I, "An integrated aproach toward the spatial modeling of perceived customer value?", 35(2), pp.236~249 (1998)
  167. Srinivasan, M, "New insights into switching behavior?", 8(3), pp.27~33 (1996)
  168. Taylor, S. A, "The importance of brand equity to customer loyalty", 13(4), pp.217~227 (2004)
  169. Wels, B. P, "Service quality in insurance industry", 13(4), pp.462~477 (1995)

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